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BizReport : Mobile Marketing : October 11, 2013

Vibes: Showrooming increases 156% in two years

Vibes has just published its second annual Mobile Consumer Report providing retailers with insights into showrooming and how personalization can help combat the behavior.

by Helen Leggatt

A new consumer report from Vibes reveals the extent of showrooming and highlights how to combat the behavior with personalization.

There has been a significant rise in showrooming behaviour since 2012. According to Vibes latest "Mobile Consumer Report: Combat Showrooming with Personalization", 44% of consumers frequently showroom and 36% now use their mobile device in-store more than they did a couple of years ago.

Showrooming is more prevalent among younger age groups. Vibes' report found that half of those age 35 and under showroom 50% of the time, while just 31% of those age over 35 do so.

Overall, there has been a whopping 156% increase in consumers who made a purchase from a competitor while in a store.

Price-checking is the number one activity driven by showrooming and Vibes' study shows that 45% of those who compared prices in-store went on to purchase the product elsewhere. About the same number of people (47%) who showroom did go on to make a purchase in that store, and 7% made no purchase at all.

The key to combating showrooming, says CEO and co-founder of Vibes Jack Philbin, is to develop "contextually relevant and personalized mobile experiences that motivate and influence consumers to take notice and make purchases."

From the customers' point of view retailers aren't currently doing as much as they could to personalize the mobile experience. Just 18% had received personalized mobile messages from their preferred brands or retailers. In terms of personalization performance, a third (35%) believe retailers do a good job all (7%) or most (28%) of the time, 38% believe retailers do well half of the time and 28% say some of the time (19%) or not at all (9%).

"There is a disconnect between the consumers desire to receive personalized content and the retailers and brands executing mobile marketing programs that feel personalized," says Vibes' report. "Even lightweight segmentation (male/female) can feel relevant and personalized and improve response rates. Personalization will become much more common as more and more retailers invest in their mobile marketing strategies."

Image via Shutterstock

Tags: mobile, personalization, retail, showrooming, study

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